Making bold strokes with a competition hosted by two established brands

<p>Making bold strokes with a competition hosted by two established brands</p>

Project Overview

Two brands, one collaboration! Herd teamed up the perfect duo, La Redoute and Dulux for the ultimate PR campaign that included a competition prize package worth over £2,000.

For the ultimate room transformation, we asked people to submit why they deserved a room makeover. The collaboration meant we could tap into a new audience and increase brand awareness for La Redoute’s home interiors category.

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A selection of key statistics from this project:

  • 2,550 Competitition entries
  • 19,307 Unique page views
  • £56,076 Assisted revenue
  • 18 Backlinks

The Brief

Our aim was to secure coverage and gain high authority, relevant links
from national, regional and niche publications.

To achieve this, Herd hosted a competition with a prize package from Dulux and La Redoute. We harnessed the brand partnership to shout out about the expertise. This included commentary on how to use colour in the home and unique data on décor trends and user behaviours.

Key Objectives

  • To launch a competition to boost traffic across multiple channels
  • Increase revenue
  • Build authority within the home sector
  • Secure coverage
  • Increase brand awareness

How we did it

Dulux helped us provide an authoritative voice within the decorating space and we utilised this to help boost La Redoute’s authority when talking about accessorising the home.

Dulux is a household name that is available to purchase worldwide. In the past, partnerships Dulux has been involved with include hit TV show, Changing Rooms and many people talk about their Colour of the Year.

When reviewing search volume we noticed that searches for terms such as [Dulux Colour of the Year] had 2,400 monthly searches and [Dulux Paint] had 90,500 monthly searches. The potential for success was huge.

La Redoute and Dulux teamed up to provide a prize worth over £2,000. Our messaging was about how we could help fix the burning desire that two out of five Brits wished they were bolder with their colour choices at home.

We embedded the WooBox competition tool on to a landing page as the entry mechanism and then got to work with creatives.

Our design team created banner images for the website and social assets to support the campaign end-to-end.

Content was at the heart of this campaign. Utilising the expertise from both parties we wrote supporting blog content on the La Redoute website as well as for Dulux. Then we went all out for promotion. We took advantage of La Redoute’s email newsletters, social media channels and created a press release that was syndicated to press.

What’s great about competitions is that you can create multiple press angles with different hooks. We shared how to enter, our data on decorating habits, updates on entries and of course the winner announcement.

Project Highlights


Supporting content

Several blog posts were created to support the campaign.

With all these pieces we utilised the expertise from both parties to ensure the content was authoritative and took into account Google’s E-E-A-T guidelines


Brand partnership

We brought two big brands together to support each other.

Working with Dulux was relevant and meant we could tap into a new audience that La Redoute hadn’t managed to reach before.


Social media management

Our focus centered around organic social, and we created social media calendars to support the campaign.

We also put together a number of creative assets to be shared, making sure these followed brand tone of voice.


Email newsletter

We created email content that supported the competition throughout, including pre and post launch.

This was also supported with the partnership promoting to their subscribers too.


Campaign syndication

Utilising our existing relationships with journalists and publications, we outreached the competition details, decorating statistics and information about the winner.


Engagement and reach

With the support of press releases, email newsletters and social channels, we had an impressive 2550 entries and the competition landing page received over 19k unique page views.